Implant placement is respected by merchants, marketing communication has entered the era of implant placement

on the evening of January 25, 2009, CCTV presented the Spring Festival Gala of the Ox & ldquo; New year Dinner & rdquo;, for the national audience. CCTV & ldquo; Chef & rdquo; also paid special attention to the fashion and high-tech of the program. The stage made by acousto-optic special effects, like a dream, became the biggest highlight. As a marketer, it is necessary to say that this is the first time I have seen such a large-scale advertising placement as this year. According to the rough calculation, there are dozens of brands, such as crosstalk "I am a little dizzy" (performers: Jiang Kun, Dai Zhicheng), there are three embedded advertisements: China Merchants Bank, Baidu, dynamic Zone. There are more than a dozen advertisements in the "New year" period hosted by Zhang Zequn and Zhu Xun: Baidu New year list, Midea, China Mobile New year list, Yili Group, Ping an of China, China Mobile, Guangzhou Honda New year list, China Merchants Bank, Pacific Insurance, etc.; there are four advertisements in the broadcast period of "my favorite Program selection": Lang Jiu Honghua Lang (title), Ping an of China, China Telecom number know-it-all, Beinmei, etc. Crosstalk "Xin Shuo of facial features" (performer: Ma Dong, etc.) there are three advertisements: Yanghe Daqu, Wuliangye and Jin Liufu.

< strong > Product Placement is highly praised by merchants for its concealment < / strong >

when it comes to placement ads, people will think of Hunan Satellite TV's 2008 masterpiece "ugly woman invincible". Product placement is simply to the point where it can't be further added! In fact, product placement is nothing new. as early as 2001, the famous director Feng Xiaogang's "Big shot" told a farce about product placement. It was also in this year that Ford set up a company specifically in Hollywood to look for opportunities for product placement. Three years later, Feng Xiaogang's business acumen was finally revealed by a movie called "No Thieves in the World." when Andy Lau drove the BMW smoothly to avoid the oncoming truck, it made countless advertisers beat their breasts and sigh: why I am not the sponsor!

John Warnamecker, a famous American businessman, once said that at least half of the advertising money he invested was wasted. This sentence vividly reveals the embarrassment faced in the development of traditional advertising. In modern society, advertising is pervasive, and all kinds of print and electronic advertisements appear every day. When the communication effect of traditional advertising is more and more questioned, the advertising elites on Madison Avenue began to open up another battlefield and created a new advertising operation mode & mdash;— product placement by infiltrating product information into the film form. Compared with the traditional patch advertising, product placement is more respected by businesses for its concealment and strategy, which undoubtedly provides an excellent opportunity for advertisers. At present, product placement is in the stage of rising development, and its development speed and potential have been widely affirmed by people in the industry, during which there are many excellent film and television advertising cases. However, most of the product placement is not satisfactory in terms of operation level, creative performance, integrated marketing and so on.

< strong > Marketing communication from the era of ldquo; interruptions & rdquo; to the era of ldquo; implantation & rdquo; < / strong >

the movie product placement first appeared in the African Queen in 1951, in which the trademark of Gordon gin appeared. The most famous film with product placement is "Aliens" directed by American director Steven Spielberg in 1982: the picture of ldquo; Reese & rdquo; Chocolate beans attracting aliens, which became a milestone in film product placement.

Mo Meifeng, a famous marketing expert, believes that the principle of product placement is inspired by ldquo; organ transplantation & rdquo; in modern medicine. In organ transplantation, the implant must be integrated with the recipient and become an inseparable whole. Otherwise, there will be rejection. Similarly, product placement should also solve the problem of how to integrate into people's daily life organically. Advertising must be integrated with people's study, life, work and entertainment in order to be widely accepted. Therefore, advertising must be implanted into media products or media environment without trace but not ignored, and organically combine with the plot of the media. while people appreciate the plot, advertising information sneaks into the brain, and when people are ready to buy, it emerges in front of their eyes, affecting their purchase decisions.

implantable advertising, also known as implantable marketing, refers to the strategic integration of products or brands and their representative visual symbols and even service content into movies, TV dramas or TV programs, through scene reproduction, to let the audience leave the impression of the product and brand, to achieve marketing goals.

< strong > Placement cannot replace regular advertising < / strong >

in China, product placement has begun to surface. From the beginning of Feng Xiaogang's "endless", product placement has appeared successively in "celebrities", "Infernal Affairs", "Mobile phone" and the Spring Festival Gala in recent years.

the highest realm of product placement is to pay attention to kung fu outside poetry, to moisten everything quietly, and to integrate marketing and advertising into television, movies and storylines, scenes, props, and so on. let people unwittingly accept product information. Blunt advertising is not implantable marketing.

for example, Mengniu Super Girl did not put up a big billboard at the Super Girl show, but director Wang Ping skillfully put & ldquo; Mengniu yoghurt & rdquo; into the details of the program: a background light, & ldquo; Mengniu yoghurt & rdquo; 's LOGO flashed out from time to time; Mengniu yoghurt was placed in front of the judges, and when the camera came, the judges became the focus of attention, and the audience could naturally see the Mengniu yoghurt. For example, Audi's movie placement ads, Audi in 2002 in the film "AboutABoy" planted ads, Hugh Grant in the film plays a taste of life of the diamond bachelor, his car is a silver Audi TT. The movie is both popular and popular, and the lifestyle of the relevant characters is in line with Audi's brand value.

in the operation of product placement, there is one principle that needs to be paid full attention to & mdash;— content-based principle. The content-based principle means that when there is an existing script, advertising cannot be above the content. Product placement is an effort to integrate advertising into the content of entertainment programs, in which the content is standard, and advertising is in a relatively secondary position. The emergence of advertising should be based on the needs of the content, even if the content choice is optional, it should also be based on the principle of not harming the content, because the exposure of advertisements that do not conform to the plot will cause disgust to the audience. There was such an implant operation in "No Thieves in the World": the characters played by Liu Ruoying and Andy Lau had a dispute on the car, the car got out of control on the road, and only a big truck roared along the road. Five big words are written on the front and side of the truck: great Wall Lubricating Oil. "there is no thief" itself is not an action play, but for & ldquo; Great Wall Lubricant & rdquo;, Feng Xiaogang still arranged such a thrilling scene. In order to highlight the Great Wall lubricating oil brand, a few words are surprisingly large, and a green background color is used in order to be bright and eye-catching (the standard colors of Great Wall lubricants are red and blue). Moreover, the front face and side of the car appeared & ldquo; Great Wall Lubricant & rdquo; 's LOGO. In the back of the car is the parent company & mdash;— Sinopec LOGO. Such an implant has little to do with the development of the plot, which makes the audience feel very deliberate.

exclusive placement does not mean that a movie or TV series must have exclusive advertising, but similar products exclusively use product placement, which is the key to improve the effectiveness of product placement. If there are many similar competitive products in the same film at the same time, the degree of advertising interference will inevitably affect the actual effect of advertising.

placement cannot replace regular advertising, it is only an auxiliary form of advertising. Its function is very limited. Although, it also has the function of promoting new products and new functions. But its biggest advantage is that when it has a certain popularity, it strengthens consumers' cognition, attitude and behavior to the brand. Only when product placement cooperates closely with conventional advertising, can it give full play to its role through & ldquo; intertextuality & rdquo; effect.